OCTOBER 14, 2019 SAN FERNANDO VALLEY BUSINESS JOURNAL 3 VALLEY Marketing Study INSIDER Touts Music Lessons JOEL RUSSELL Guitar Center poll shows kids improve time-management skills. Entrepreneurial Maxims By ANDREW FOERCH Staff Reporter Congratulations to Garrison Thomp- In the age of targeted, direct-to-consum- son for his promotion to the new position er digital advertising, musical instrument of chief operating officer at Saalex Corp. retailer Guitar Center is going old-school in Camarillo. Previously, he served as to market its products. An independent study commissioned by director of process improvement and the Westlake Village company investigated handled transformation initiatives for the the behaviors and screen use of adolescents defense contractor. The company also pro- ages 7 to 17 who take music lessons. It moted Robert “Bobby” Bezduch to direc- found that after a year of lessons, 85 percent tor of programs. “These role refinements of parents polled saw an improvement in Self-Help: Guitar Center are part of an ongoing growth strategy as their child’s ability to keep working until store in Westlake Village. Saalex transitions from a small to large they finish a task. Additionally, 71 percent company,” according to Saalex. … Valley of parents said their child became better at PHOTO BY THOMAS WASPER Insider has learned Raymond James self-monitoring their screen time because & Associates they understand it allows them to prioritize long-trusted methods like independent For the study to result in increased sales other activities. studies lend credibility to Guitar Center’s and lesson enrollment, she said, “it’s all recently opened The study is a clever way to market campaign. about what other channels they market (the an office in the childhood musicianship to parents — after “Commissioning an independent study study’s results) through. Every single one of Trillium Towers at all, they’re the ones paying for instruments to substantiate information about the value those callouts could be a social media post. 6320 Canoga Ave. and music lessons, and they’re certainly of music lessons on a child’s cognitive If they put dollars behind those and boost in Woodland Hills. more likely to do so if they see it as a mean- development is a smart way to rise above them and target the right people, it’s music to Tony Battaglia, ingful investment in their child’s future. the noise – no pun intended – of the flood of parents’ ears.” the new office’s “Parents make decisions regarding their advertisements and promotions to parents,” Lorrie Thomas Ross, founder of manager, said the kids’ extracurricular activities, and we know he said in an email. Atlanta-based digital marketing firmWeb firm chose Warner that limiting kids’ screen time is essential Even so, Lindsey Carnett, chief execu- Marketing Therapy, said the study format Cesarec Center because to them. So, we set out to understand and tive of Camarillo agency Marketing Maven, allows Guitar Center to market a “why,” highlight the benefits of music lessons that said the results are bound to be a bit skewed rather than a “what.” the Valley is a current music-focused parents are seeing — with commissioned studies, marketers “Marketing with an educational focus is Marc Cesarec major market. … has among their kids,” Donny Gruendler, reverse-engineer their questions based on an ethical and effective way to brand, build joined the Encino office of Marcus & Milli- Guitar Center’s vice president of music edu- whatever findings they anticipate would and boost business,” she said in an email. chap Capital Corp., where he will arrange cation, told the Business Journal via email. encourage the purchase of their products. The study was written by Brian We- loans for commercial real estate investors. Endrea Kosven, chief executive of “What do you want the headlines to solowski from the University of Georgia The lending operation is a subsidiary of marketing agency EDK & Co. in Granada be? Those are the questions you ask in the Hugh Hodgson School of Music and brokerage Marcus & Millichap Inc. in Hills, said that while any company can study and hopefully the data will come Stefanie Wind of the University of Alabama Calabasas. Cesarec previously worked at get its name in front of its target market, back positive.” College of Education. Logix Federal Credit Union. … For its Entrepreneurship Fall Kickoff, California State University – Northridge hosted se- rial entrepreneur Nishit Rathod’s ‘American Idol’ Star presentation on A Business Speaker how to develop “the entrepre- William Hung tells audiences to neurial trait” in become champs despite setbacks. your person- ality. The talk By AMY STULICK Staff Reporter mixed practical suggestions and Best known for his off-key rendition of Rathod cosmic wisdom Ricky Martin’s “She Bangs” on ABC’s tele- vision show “American Idol,” William Hung – and not just for has taken an embarrassing singing audition twentysomethings. “Corporations prefer and turned it into a platform for his self-help entrepreneurial employees,” Rathod told business book, “Champion by Choice.” the gathering of about 80 people. “If you’re “I’ve been sharing many stories related to not entrepreneurial, you’re turning yourself my ‘American Idol’ journey with my speak- into a commodity.” To develop the “trait,” ing in the last several years, but I still feel I Rathod led a workshop using maxims to can’t give people the complete picture about change behavior. Example: “Absence of what happened before, during and after my doubt and lack of risks are good prompts ‘American Idol’ audition,” said Hung in an for questioning what’s being take for email to the Business Journal. “Even though I am confident what I share will help the granted.” Another tip: “When confused or readers, people need to know I’ve been there in a dilemma, pinpoint the right questions and done it myself. It builds credibility.” to ask before anything else.” CSUN’s Hung grew up a Valley kid, with his entrepreneurship series continues through family moving to Northridge right after the Nov. 19 with the Fast Pitch New Venture earthquake in 1994. Competition. The book, which launched earlier this month, is part memoir, part self-help guide Valley Insider is compiled by Editor for people looking to move on from embar- Joel Russell. Send submissions to rassing personal experiences. Public ridicule [email protected]. is hard to stomach on its own, but amplified to the tune of 5 million YouTube views after its original airing roughly 15 years ago, it can seem impossible to move on. Hung not only moved on, but he used the LOOKING FOR MEDICARE OPTIONS? experience to cultivate an upbeat look on life Turning 65 and need to know more about that he looks to share with his readership. your health plan choices? The book expands on his public speaking Call me today — I’m here to help! circuits which run through the Valley; his 818-888-0880 speeches give tips on building a successful www.pdinsure.com #0M47932 business through memorable self-marketing CA LICENSE and finding the “right message for the right Voted “Best Insurance Agent” market,” according to his website. for 17 years by readers of the Daily News 2002-2018! 20 8 02-201 “Champion by Choice” retails for $12.99..